Abstract: This article starts from the special features of convenience stores, and puts forward the limitations of their fixed service objects, limited store area, and increased cost of 24-hour service. Convenient store product packaging should be based on small items, and be fine and new. On the popular design.
Keywords: exquisite new ideas to lead the trend of the times First, the characteristics of convenience store products In general, convenience stores are popular because of convenience, but at the same time, it has very obvious limitations: First, there is a limited area, and the target In addition, it is based on people living in the vicinity, how to make full use of limited places to display popular items; at the same time, how to promote the special design of products by manufacturers, and to complete various packaging designs according to the season and understanding of customers The innovation is essential to the success of a convenience store. Convenience stores and big supermarkets have distinctly different products. Convenience stores are characterized by their small size. The packaging design at convenience stores is different from what is seen in the general market, that is to say, it is more general than the general merchandise design. Being meticulous and innovative, it is important to have a sense of the times and trends. Convenience stores must compete with large-scale supermarkets, and it is difficult to have an advantage in terms of price. Therefore, convenience stores must avoid disadvantages in this regard, and they must make a fuss about fineness, detail, newness, and popularity to use small foods and small household items. Such as the main, to explore their own unique vitality and values.
II. Particularity of convenience store merchandise packaging design In general, since convenience stores are open 24 hours, labor costs are much more expensive, and the cost of goods is also higher. Therefore, it is necessary to design and sell products for people. It's worth thinking that higher prices are also worth. As a convenience store, it should be considered from an overall perspective, because it is not easy to implement a special design for only one store. However, if the organizations of various convenience store chains are united with each other, the advantages of such a convenience store will emerge. Because the convenience store customers have their own fixed, when the packaging of goods changes, we must also consider this factor, suddenly change the original packaging, will make old customers feel confused, and may refuse to buy commodity. Therefore, when convenience stores change packages and commodities, there should be an alternating process between old and new, so that customers have an accepted process. At this point, Japanese designers have quite a few successful cases.
3. Success stories of Japanese companies The popularity of Japanese convenience stores was in the 1970s. They also experienced the same start-up period as ours, and the products received are treated in the same way. Some of the products are very short-lived and some have A very long history. For example, the most famous Meiji Milk Company in Japan, introduced yogurt products to the community for the first time in 1973. It was welcomed and watched by people. When this product was initially confirmed by everyone, the company decided to make bold changes in packaging design. In a period of less than two years that has been generally welcomed by the general public, a complete change has been made to product packaging. Up to now, the product has maintained a generally unified design tone, and the latest changes are to change the original horizontal line pattern into a diagonal line, while making some adjustments to the advertising language. The reason that the horizontal line is slashed is that other companies have also made similar horizontal lines on the packaging of yogurt so that they can be distinguished from each other and at the same time highlight the slogans. In this way, people can see the confidence and quality of the product on the packaging of the product. At the same time, it is also a market need to change the advertising language from time to time. If we pay attention to the color of the product, we can see that under the premise of using blue, the entire change is also from light blue to dark blue, which is mainly due to the high-end sense and maturity of the product. Although the form of the entire package did not change much, it saw Meiji Dairy's intentions for convenience store packaging design. Similarly, the Ajinomoto Company’s fast soup product, which has been popular among convenience stores, was first introduced in 1970. We can discover the designer's intentions from the small changes in this product. Its subsequent design turned a fish, which originally occupies a large area, into a small sign. Because the original design intended to express that this seasoning was made entirely of fresh fish, naturally the fish was put in a fairly large position. In 1983, Ajinomoto made a big change to the packaging. The area of ​​the original fish as the main pattern is much smaller, and the originally horizontal product name has become a vertical row. The original black body type has become handwritten. This change has many meanings: due to technological advances, the original was only Fish-based condiments were added to raw materials such as kelp. Therefore, the original red color has been reduced a lot, and the black body type has become handwritten and human-like. At the same time, the background is based on the Japanese favorite sun, which also implies that This product is a specialty of Japan. When the red circle, the small fish-shaped logo, and the blue sky behind it are kept in mind for the people, every three to four years, the company guarantees these three elements, and at the same time it will make some changes to small details, such as red. The round colors, the ripples in the red circles, especially from the blue ripples to the golden ripples, give a warm feeling, plus the slogan of “just-made aroma†on a blue background. The human touch of the merchandise.
Fourth, the importance of re-design of convenience store merchandise packaging Now, the importance of design has been deeply rooted in people's minds, but as a convenience store merchandise, if you think that as long as it can be sold and welcomed, there is no need to redesign, it is a mistake Understanding. The popular products are not to be redesigned, but they need to be carefully researched and designed. This will enable new vitality of products that are already vital. This is something we must keep in mind. Once the merchandise is unpopular, hurry to change the packaging design, it is only an emergency and it is difficult to get back to life. In modern society, products that are ignored by packaging designers will soon be forgotten by the market and eventually disappear. This is a problem that our designers and managers must seriously consider.
â– Wu Yihua
Source: "Decoration"